Advertising display



Jan. 31, 1933. L. SCHEPMOES. 1,895,773

ADVERTISING DISPLAY Filed Nov. 6, 1931 2 Sheets-Sheet l Drink 49 XYZ Beverage Deli cious a ngl Refreshmg Jan. 31, 1933.

Filed Nov. 6, 1931 2 Sheets-Sheet n a ,3, x w

n L A z a J I INVENTOR i 4 E i i i 3 0K I I I I I l I I I I I I I I l I I I I I I I III! IIIIIIII II-IIIIIIII';

Patented Jan. 31, 1933 UNITED STATES PATENT. OFFICE LINDSLEY SCHEPMOES, OF NEW HAVEN, CONNECTICUT, ASSIGNOR TO THE SAFETY CAR HEATING & LIGHTING COMPANY, A CORPORATION OF NEW JERSEY ADVERTISING DISPLAY This invention relates to advertising displays.

One of the objects of this invention is to provide an advertising display WhlCh will be of simple, practical and thoroughly durable construction. Another object is to prov de a display of the above character which will be of ready and inexpensive manufacture. Another object is to provide a display device of the above character which will present a striking and ornamental appearance and which will be effective to attract the attent on of a passer-by. Another object is to provide apparatus of the above character whlch w ll afford distinctive and desirable means of (11S- playing an article of merchandise bein advertised in such a manner as to set 0 the merchandise in a favorable manner while forcibly calling attention to such display. Other objects will be in art obvious or 1n part pointed out hereina er.

The invention accordingly consists 1n the features of construction, combinations of elements, and arrangements of parts as will be exemplified in the structure to be hereinafter described and the scope of the application of which will be indicated in the following claims.

In the accompanying drawings, in Wind! is shown one of the various possible embodiments of my invention,

Figure 1 is a perspective view of m advertising display apparatus as mounte upon a wall or the like;

Figure 2 is a horizontal sectional view, on an enlarged scale, of the parts shown in Figure 1, as taken along the line 22 of F igure 1;

Figure 3 is a vertical sectional view, on an enlarged scale, of certain of the parts shown in Figure 1 and taken along the line 3-3 of Figure 1;

Figure 4 is a front elevation (as seen from the left) of certain of the parts shown in Fig ure 3;

Figure 5 is a vertical sectional view, also on an enlarged scale, taken along the line 5-5 of Figure 1, and

Figure 6 is a vertical sectional view, on a similarly enlarged scale, taken along the line 6-6 of Figure 1.

Similar reference characters refer to similar parts throughout the several views of the drawings.

Referring now to Figure 1 in detail, there is shown a frame 11 which may be mounted upon or secured to a wall 12 as, for example, by screws 13. Mounted within frame 11 is a reflecting member 14 through which extend preferably various parts to be described in detaihhreinafter. Thus, I provide a suitable opening 15 substantially near the lower central portion of reflecting member 14 and extending therethrough is a translucent luminaire 16. Located adjacent the opposite sides of luminaire 16 and extending through suitable openings 17 and 18 are a bottle 19 and a tumbler 20, openings 17 and 18 corresponding substantially in shape and size to bottle 19 and tumbler 20 respectively.

Reflectin member 14 maybe formed of any suitable reflecting material, although I prefer to employ a reflector having its reflecting surface on the front side or face thereof, this type of reflector being distinguished from the ordinary mirror formed from some translucent material, an example of which is glass, by the fact that such a mirror carries its reflecting surface on its rear side. For most purposes, I have found it desirable to emloy a sheet metal for reflecting member 14 avin one or both surfaces thereof plated with, or example,chromium and then highly polished. Of course, it is possible, insofar as certain features of my invention are concerned, to use an ordinary mirror such as that described above for this purpose, although certain disadvantages result from such use. Reflecting member 14 may be set into a suitable recess 11a (Figure 2) in frame 11 and held therein, for example by means of solder.

Luminaire 16 is preferably U-shaped or semi-circular in horizontal cross-section (see Figure 2) and, as is more clearly shown in Figures 1 and 5, there is secured to reflecting member 14 substantially near the bottom side thereof a part 21. Part 21, which may be metallic, extends outwardly from reflecting similarly to luminaire16, and formed upon the inner side substantially near the. top thereof is a peripheral recess 23 (Figure 5) corresponding in shape and size to the lower end of luminaire 16. Luminaire. 16 may thus fit snugly into recess 23 in part 22 as it lies in opening 15, as is shown in Figures 1 and 5.

Although I may form luminaire 16 of any suitable translucent material, I prefer to employ a synthetic resin or some other phenolic condensation product, which has the characteristic of being yieldably distortable.

When luminaire 16 is formed from such material, it may have tlieidentical appearance of opal glass or, for that matter, any color which is desirable under the circumstances. Luminaire 16 flares outwardly" at the top, where it is open, and corresponds in shape and size to opening 15 in reflecting member 14. I provide flanges or lugs 24 and 25 extending outwardly from the edges of the open side of the luminaire 16 and these flanges 24 and 25 take in back of reflecting member 14 to hold the luminaire in the position shown in Figure 1. However, should it become desirable to remove luminaire 16 from opening 15, it is merely necessary to exert pressure upon the opposite s des of luminaire 16, thus to distort these sides inwardly toward each other, until flanges 24 and 25 are out of registry with the edges of opening 15. The luminaire may then be slid in an upward and outward direction and thus out of engagement with recess 23 in part 22 and opening 15. Thus luminaire 16 may be held securely in its desired position, while its removal therefrom is a coii'iparatively simple and easy matter.

Turning now to Figure 5, the bottom side of opening 15 in reflecting member 14 preferably does not extend down as far as the bottom portion of part 21. Thus, a portion 27 of reflecting member 14 extends upwardly adjacent and parallel to portion 22 of part 21. Mounted upon the upper edge 28 of portion 27 (this edge forming the lower portion of opening 15) is a part 29 suitably secured to portion 27 preferably by means of screws or solder. The upper portion of part 29, as viewed in Figure 5, is formed into a table 30, the top surface of which is preferably at right angles to the plane of reflecting member 14. Secured to table 30 is a socket 31 of any convenient construction capable of carrying a long-filament incandescent bulb 32. Incandescent bulb 32 is preferably of such a length that it extends along the greater portion of the length of luminaire 16.

I prefer to enclose these parts within a suitable casing 33, as best shown in Figures 2 and 5. Thus, casing 33 may be secured to the inner side of frame 11 thence to extend rearwardly to fit, if desired, within a suitable recess 34 formed within wall 12, or become the back of a complete box or frame when mounted on a showcase easel. Casing 33, while acting in a reinforcing capacity for frame 11 and the various parts connected thereto, also serves to keep dust and other foreign materials from the operating parts of my apparatus and, under certain conditions may be used as a reflector. If casing 33 is used as 'a reflector, it may be painted in order to carry out this function more efficiently as well as affording a means for producing varied color effects. A cord 35 extends from socket 31, this cord carrying suitable conductors 36 and 37 connected to terminals (not shown) within the socket. The other ends of conductors 36 and ,37 may be connected to a suitable source of current preferably through a switch or detachable plug (not shown). Cord 35 extends downwardly to be led through casing 33 by 'a suitable insulating bushing 38.

As described above, luminaire 16 is positioned in the lower central portion of refleeting member 14, thus leaving an unobstructed expanse (a portion 39 of reflecting member 14) of reflecting surface thereabove, this surface being above the funnel-shaped or flared end of opening 15. Preferably etched into the surface 39 of reflecting member 14, where the latter is of metal or otherwise applied thereto, are indicia generally indicated at 40, these indicia preferably taking the form of letters spelling out a name together with, if desired, a suitable advertising slogan which is designed to focus the attention of an observer of my advertisin apparatus. The etched portions of indicia 40 are preferably colored by any. suitable paint or other coloring composition. When a suitable source of current is connected to conductors 36 and 37 in the above described manner thus to light bulb 32, one of the effects achieved thereby is to direct light in an upward direction through the flared open end of luminaire 16 and accordingly illuminate indicia 40. The light from bulb 32 thus strikes indicia 40 preferably directly without passing through any material; this illumination is suificient'to make the indicia stand out distinctly, this being especially true if the indicia are formed of some colored material in order to afford a clear cut contrast with reflecting member 14. Other effect-s achieved when bulb 32 is lighted will be described hereinafter.

Turning now to Figures 1 and 3, a bottle 19 extends through and is fittedinto the opening 17 in reflecting member 14. Bottle 19 is preferably formed of ordinary transparent or colored translucent glass and may be an ordinary bottle such as that commonly used for the retail sale of any well known beverage; Also, I prefer to fill bottle 19 with the 1i uid beverage, or the like, which isbein advertised by my apparatus,*and, hence, preferably provide a cap or'suitable closure 41' (Figure 3) therefor. The bottom edge of opening 17 in reflect ng member 14 has extending inwardly and upwardly therefrom, as viewed in Fi ure 3, a ledge 42 and secured to ledge 42 pre erably by means of a rivet 43 is a resilient clip 44 extending outwardly or toward the left, as viewed in Figure 3, and havin an upwardly extending endor lip 45. The dlstance between lip 45 andan upwardly extending flange 46 (Fi ure 3) on the rear side of ledge 42 is pre erably equal to or sli htly smaller than the'diameter of thebase of ottle 19. Thus bottle 19 may rest upon table 42 and be secured in this position against accidental displacement by clip 44. v

Adjacent the top of opening 17 in reflecting member 14 is a three pronged part 47 (Figures 3 and 4) adapted to fit over cap 41 on bottle 19 (Figures 1, 3 and 4). Secured'to part 47 is a vertically extending part 48 (Figures 3 and 4) slidably mounted in any suitable manner upon the inner face of reflecting member 14. Thus I provide a longitudinal slot 49 in part 48 (Figure 4) and two screws or pins 50 and 51 extending through slot 49 and threaded into reflecting member 14. Part 48 has a bent portion 52 at its upper end and secured to portion 52 and an extended portion 53 of screw 51 (Figure 3) is a tension spring 54. Inasmuch as screw 51 as well as projection 53 is rigidly secured to reflecting member 14, and part 48 is slidably mounted thereon, spring 54 tends to force part 48 as well as pronged part 47 in a downward direction toward bottle 19. Thus bottle 19 is re leasably held in place. To insert a bottle in reflecting member 14 in the position shown in Figure 1, I first place its upper end inside of pronged part 47 and then by pushing bottle 19 and pronged part 47 upwardly against the action of spring 54, I may then swing the lower end of bottle 19 in between parts 45 and.46. Spring 54 forces pronged part 47 over cap 41 to hold the bottle securely and reliably in its operative position.

Mounted upon the bottom of opening 18 (Figures 1 and 6), is a part 55. Part 55, which is preferably a casting, rests upon the lower edge of opening 18, as viewed in Figure 6, and is preferably secured thereto by soldering or by screwing a portion 56 thereof simulation still further. The distance between flange 58 and'flangle 57 of part is referably greater than t e diameter of the ower portion or bottom of tumbler 20, tumbler 20 preferably being of usual or any desiredshape and size used in soda fountains and other retail stores where beverages and the like are sold. Also, I'preferably fill tumbler 20 to a convenient level, as'is indicated in Figures 6 and 1, with the beverage which is being advertised, as described above. It will now be clear that I may insert or remove tumbler 20 merely by'sliding it into position upon table 55 as shownin Figure 6. Tumbler 20 is preferably formed of transparent materialsuch as glass or the like.

Turning now to Figure 2,there are mounted upon the rear wall 59 of casing33 two vertically extending-reflectors 60 and 61 of any convenient construction and preferably secured to wall 59 of casing 33 by brackets. Thus, as is more clearly shown in Figure 3, reflector 60 is secured to wall 59 by brackets 62 and 63. In a similar manner, reflector 61 is secured to wall 59 by a bracket or series of brackets 64. Reflector 60 referably lies in a plane substantially parall el to reflecting member 14 and is so disposed between bulb 32, as more clearly shown in Figure 2, and bottle 19 that light emitted by the bulb is in turn reflected thereby to strike bottle 19.

Furthermore, reflector 61, which is preferably parallel to reflecting member 14, is so disposed between bulb 32 and tumbler 20 that light emitted by the bulb is reflected thereby toward tumbler 20. Accordingly, when bulb 32 is lighted, light reflected by reflectors 60 and 61 illuminates and passes through bottle 19 and tumbler 20 (and their contents) both of which are substantially translucent when filled with the above described beverage.

Adjacent the bottom edge of opening 17 I prefer to provide a portion 65 etched in the surface of reflecting member 14, suitably colored and so shaped as to create the impression that a stand is rovided upon which bottle 19 is resting. imilarly, I provide a portion 66 etched into the surface of reflecting member 14 and colored in a desirable manner so that it will appear that tumbler 20 as well as part 56 rests upon a supporting member. Furthermore, suitable descriptive indicia 65a and 66a, preferably etched into the surface of reflecting member 14 and preferably positioned under portions 65 and 66, as best shown in Figure 1, may be provided.

lVhen bulb 32 (Figure 5) is lighted by connecting conductors 36 and 37 to a suitable source of current so that indicia 40 (Figure 1) are illuminated in the above described manner, an image A (Figure 1) appears in reflecting member 14, this image being the complement of the visible portion of luminaire 16. As described above, luminaire 16 (Figure 1) is preferably semi-circular in horizontal cross-section but when this visible portion is combined with image A, the impression created thereby is that the observer is seeing a complete symmetrical body. Furthermore, as described above, bottle 19 and tumbler 20 (Figure 1) are illuminated due to the fact that light emitted by bulb 32 (Figure 2) is being reflected by reflectors 60 and 61 (Figure 2) toward these parts, thus to pass therethrough. The beverage or other liquid contained in bottle 19 and tumbler 20 (Figure 1) is thus illuminated so that if it possesses a pleasing color it will be set off to advantage and become highly attractive and conspicuous in appearance. The light passing through bottle 19 and tumbler 20 is diffused due to the color characteristics of the beverage as Well as the glass of which these reflecting member 14 (Figure 1) of pleasing outline as well as color-and spread out upon a comparatively large space, and illuminating these indicia in such a striking manner by way of luminaire 16 which is in itself a spectacle due to the fact that it gives the impression of a vase or the like suspended in a space, it becomes clear that I have met uniquely and satisfactorily the above noted requirements. Furthermore, if possible, it is convenient and desirable to display the product whch is being advertised, especially if such product can be set off to advantage, by arranging the beverage in the containers from which it is dispensed to retail trade and by which it is most easily recognized by the general public and, associating these parts with the various ornamental features described above as well as by setting off these parts to great advantage, it will be evident that I have achieved the result of displaying merchandise in a favorable manner.

It should be understood that, although I have described casing 33 as mounted within a wall, under certain circumstances it may be more desirable to afiix the casing in a different manner to any kind of a supporting member without n any way departing from the scope of this invention.

By the term luminaire I mean any suitable member or device adapted to be associated with an incandescent lamp or other suitable source of light to be vis'bly illuminated by the light from the source, or to have the light from the source passed therethrough, or to effect or modify the distribution of the light emitted by the source.

It will thus be seen that I have provided a thoroughly practical and efiicient apparatus in which the several objects here'inabove pointed out as well as many others are successfully achieved.

As many possible embodiments may be made of the above invention and as many changes might be made in the embodiment above set forth, it is to be understood that all matter hereinbefore set forth or shown in the accompanyingdrawings is to be interpreted as illustrative and not in a limiting sense.

I claim:

1. In an advertising display apparatus, in combination, a panel member, a translucent luminaire extending from said panel member, a source of l ght associated with said panel member and adapted to light said luminaire, said luminaire adapted to light certain indicia upon said panel, transparent conta ners associated with said panel to the sides of said luminaire, and means for directing light through said containers.

2. In advertising display apparatus, in comb'nation, a panel member, a light-transmitting luminaire extending from said panel member, a source of light associated with said panel member, and adapted to light said luminare, transparent containers associated with said panel substantially to the sides of said luminaire, and means for directing light toward said containers.

3. In advertising display apparatus, in combination, a panel member, a translucent luminaire extending from said panel member, a source of light associated with said panel member and adapted to light said lumina're, said luminaire adapted to light certain indicia upon saidpanel, and transparent containers associated with said panel to the sides of said luminaire.

4. In advert sing display apparatus, in combination, a panel member, a light-transmitting luminaire extending from said panel, a source of light associated with said panel forilluminating said luminaire, said luminaire having an open end, indicia associated with said panel substantially adjacent said open end of said luminaire, and transparent containers mounted upon said panel to the sides of said luminaire, said containers contain ng a liquid to be advertised.

5. In advertising display apparatus, in combination, a panel member, a light-transmi tting luminaire extending from said panel, a source of light associated with said panel for illuminating said luminaire, said luminaire bar ing an open end, indicia associated with said panel substantially adjacent said open end of said luminaire, a transparent tumbler extending from said panel member and secured thereto and positioned adjacent one side of said luminaire, and a transparent bottle extending from and secured to said panel member and POSZtlOIlGd ad acent the other side of said luminaire, said tumbler and said bottle containing a liquid to be advertised.

6. In advertising display apparatus, in combination, means having a specular reflecting surface, a translucent luminaire extending from said reflecting surface and secured thereto, a source of light for said luminaire, and indicia associated with said reflecting surface and adapted to be illuminated by said luminaire.

7. In advertising display apparatus, in combination, a specular reflecting member, a translucent luminaire extending from said reflecting member, said luminaire having an open end, indicia associated with said reflecting member, and a source of light positioned behind said luminaire and adapted to light said luminaire and illuminate said indicia.

8. In advertising display apparatus, in combination, means having a specular reflecting surface, a translucent luminaire extending from said surface, objects extending from said surface and adjacent the opposite sides of said luminaire, indicia associated with said reflecting surface and positioned adjacent said luminaire, and a source of light for said luminaire whereby said indicia and said objects are illuminated.

9. In advertising display apparatus, in combination, a specular reflecting member, a luminaire extending from and secured to said member, said luminaire having an open end, objects extending from said reflecting member and disposed at the opposite sides of said luminaire, indicia associated with said member and situated adjacent the open end of said luminaire, and a source of light located behind said luminaire for lighting said luminaire and illuminating said indicia.

10. In advertising display apparatus, in combination, means having a specular reflecting surface, a translucent luminaire extending from said surface, a container extendlng from said surface and secured thereto, said container positioned adjacent one' side of said luminaire, and a source of light for illuminating said luminaire.

11. In advertising display apparatus, in combination, a specular reflecting member, a translucent luminaire extending from said reflecting member, a transparent container extending from said reflecting member and located to one side of said luminaire, and a source of light for illuminating said luminaire and said container.

12. In advertising display apparatus, in combination, aspecular reflecting member, a translucent luminaire extending from said reflecting member, a transparent container extending from said reflecting member and located adjacent one side of said luminaire, said container containing a quantity of transparent material, and a source of l' ht for container extending from said -re ectin member and located adjacent one side 0 said luminaire, said container containing a liquid to be advertised, and a source of light for illuminating said luminaire and said container whereby images of said luminaire and said container appear in said reflecting member as complements of. certain portions thereof.

14. In advertising displa apparatus in combination, a specular re ecting member, a translucent luminaire extending from said reflecting member, containers extending from and secured to said reflecting member, said containers being located adjacent the opposite sides of said luminaire, and a source of light for said luminaire.

15. In advertising displa apparatus, in combination,'a specular re ectmg member, a translucent luminaire extending from said reflecting member, containers extending from and secured to said reflecting member, said containers being located ad acent the opposite sides of said luminaire, and a source of light for lighting said luminaire and said containers.

16. In advertising display apparatus, in combination, a specular reflecting member, a light-transmitting luminaire extending from said reflecting member, containers extending from and secured to said reflecting member, said containers being located adjacent the opposite sides of said luminaire, a source of light for lighting said luminaire, and reflecting means for directing a portion of the light emitted by said light source toward said containers. a

17. In advertising display apparatus, in combination, means including a specular reflecting surface, atranslucent luminaire extending from said surface, transparent containers extending from said surface and secured thereto, said containers containing liquid to be advertised, and a source of light for saidluminaire.

18. In advertising display apparatus, in combination, means including a specular reflecting surface, a light-transmitting luminaire extending from said surface, a transparent tumbler extending from and secured to said surface substantially adjacent one side of said luminaire, a transparent bottle extending from and secured to said surface and located adjacent the other side of said luminaire, said tumbler and said bottle containing a liquid to be advertised, and a source of light for lighting said luminaire, said bottle and said tumbler.

19. In advertising display apparatus, 111 combination, a specular reflectlng member, a

translucent luminaire extending from said reflecting member, said luminaire having an open end, a container extending from said reflecting member and located adjacent one side of said luminaire, and indicia associated with said reflecting member and positioned adjacent the open end of said luminaire.

20. In advertising display apparatus, 1n combination, a specular reflecting member, a light-transmitting luminaire extending from said reflecting member, said luminaire having an open end, a container extending from said reflecting member and located adjacent one side of said luminaire, said container containing a liquid to be advertised, and indicia associated with said reflecting member and positioned adjacent the open end of said luminaire.

21. In advertising display apparatus, in combination, a specular reflecting member, a translucent luminaire extending from said reflecting member and secured thereto, transparent containers extending from said refleeting member and secured thereto, indicia associated with said reflecting member, and a source of light for lighting said luminaire.

22. In advertising display apparatus, in

combination, a specular reflecting member. a translucent luminaire extending from said reflecting member, said luminaire having an open end, transparent containers extending from said reflecting member and substantiallv filled with a liquid to be advertised, indicia associated with said reflecting member and located adjacent the open end of said luminaire, and a source of light positioned bea hind said luminaire.

23. In advertising display apparatus, in combination, a specular reflecting member, a light-transmitting luminaire extending from said reflecting member. said luminaire having an open end, transparent containers extending from said reflecting member and substantially filled with a liquid to be advertised. indicia associated with said reflecting member and located adjacent the open end of said luminaire, a source of light positioned behind said luminaire, and reflecting means for directing a portion of the light emitted by said light source toward said containers.

In testimony whereof, I have signed my name to this specification this 19th day of October, 1931.

LINDSLEY SCHEPMOES. 

